The Sharks have unveiled a new identity, including a new logo and icon, as part of a major rebrand.
They will now be known as the Sharks Rugby Club, with the new branding marking what the organisation describes as the start of a new era ahead of the 2026-27 season.
The rebrand introduces three distinct visual identities:
- The SRC logo will serve as the club’s new corporate identity and will feature on the chest of the playing jersey.
- The Hollywoodbets Sharks logo becomes the official match logo for the senior team across all competitions and broadcast platforms.
- The new Sharks icon will be used primarily in match promotion, advertising and other key brand assets.
Junior teams will receive their own identities, with those logos to be unveiled at a later stage.
CEO Shaun Bryans said the rebrand builds on, rather than replaces, the club’s proud history.
“Our badge has evolved. Our core never will,” said Bryans.
“Innovation has always been part of who we are. In 1996, this club had the courage to redefine itself as the Sharks and helped shape the modern era of South African rugby.
“This evolution is not a departure from that tradition, it is its continuation.”
The club said the overhaul extends beyond a new logo, forming part of a broader strategy to strengthen its commercial position while continuing to invest in rugby.
“Success today depends on far more than winning matches,” said chief growth officer Michael Leslie. “The strongest clubs in world sport are also the strongest brands.
“Every new supporter we inspire, every meaningful partnership we build and every new revenue stream we create gives us greater ability to invest where it matters most – our players, our pathways, our facilities and the future of rugby in KwaZulu-Natal.”
Bryans acknowledged that the new identity would spark debate among supporters but insisted the decision was made with the club’s long-term future in mind.
“This is not change for change’s sake,” he said. “It is a deliberate statement of ambition. We have taken a long-term view of where this club needs to be – on the field, commercially and culturally.”
The rebrand will also see the return of Reebok as the club’s technical apparel partner, while supporters can expect new Currie Cup and URC jerseys, an expanded merchandise range, a revamped Shark Cage retail store and a redesigned club website in the coming weeks.
“This isn’t simply a rebrand,” Bryans said. “It is the beginning of a new era for the Sharks Rugby Club.”
The post Welcome to Sharks Rugby Club appeared first on SA Rugby magazine.
The Sharks have unveiled a new identity, including a new logo and icon, as part of a major rebrand.
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